Lead Nurturing Beyond the Toolset
 

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An in-depth look at the process involved in nurturing a prospect into a sales-ready lead – with or without the help of marketing automation platforms. ...

An in-depth look at the process involved in nurturing a prospect into a sales-ready lead – with or without the help of marketing automation platforms.

You'll learn:

-What lead nurturing really means
-How lead nurturing can be used throughout the customer lifecycle
-How to tell if you need a marketing automation platform
-The most effective lead nurturing tactics from email marketing, social media and webinars to in-person events
-The top 10 tips to get your lead nurturing program off the groun

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Lead Nurturing Beyond the Toolset Presentation Transcript

  • 1. Lead Nurturing – Beyond the Toolset March, 2012 Hosted By:
  • 2. Why Lead Nurturing? “Multiply your company’s “The future of marketing revenue by five. That’s the lies in engaging your sum of what lead nurturing customers...” could produce…” - Andrew Baird, Chief Freedom Officer - Brian Carroll in “Lead Generation for at Amazing Business the Complex Sale”“Lead Generation for the Complex Sale” – Brian Carrollhttp://www.business2community.com/marketing/the-future-of-marketing-46-experts-share-their-predictions-for-2012-088529 2
  • 3. Companies That Excel at Lead Nurturing…Source: http://www.marketo.com/b2b-marketing-resources/best-practices/lead-nurturing/the-definitive-guide-to-lead-nurturing.php 3
  • 4. Companies That Excel at Lead Nurturing…Source: http://www.marketo.com/b2b-marketing-resources/best-practices/lead-nurturing/the-definitive-guide-to-lead-nurturing.php 4
  • 5. Companies That Excel at Lead Nurturing…Source: http://www.marketo.com/b2b-marketing-resources/best-practices/lead-nurturing/the-definitive-guide-to-lead-nurturing.php 5
  • 6. Lead Nurturing Defined “The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase interest, in an effort to build and grow relationships and, eventually, deliver sales qualified leads.” 6
  • 7. Lead Nurturing Defined “The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase interest, in an effort to build and grow relationships and, eventually, deliver sales qualified leads.” 7
  • 8. Lead Nurturing: process Example A: Logo Lorem ipsum, First lorem ipsum, Last Lorem ipsum, Email lorem ipsum, Company Lorem ipsum, Phone PPC Search lorem ipsum, Address Lorem ipsum, Interests SQL? Landing Registration Page 8
  • 9. Lead Nurturing: process Example B: Logo Lorem ipsum, lorem ipsum, First Lorem Last PPC Search ipsum,, Lorem ipsum, Email Nurturing Landing Page Registration SQL! 9
  • 10. Lead Nurturing: process A Potential Nurture Flow: Start Email 1 Page 1 Primary Offer Email 2 Page 2 Primary Offer Sales 14 days Secondary Secondary Offer Offer 21 days Sales Email 3 Secondary Primary Offer Offer Mid Sales Page 3 Flow 3 Months 10
  • 11. Lead Nurturing Defined “The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase interest, in an effort to build and grow relationships and, eventually, deliver sales qualified leads.” 11
  • 12. Lead Nurturing: communicating Tradeshows, Events 2 12
  • 13. Lead Nurturing: communicating Goal is DIALOGUE Tradeshows, Events 2 13
  • 14. Lead Nurturing Defined “The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase interest, in an effort to build and grow v relationships and, eventually, deliver sales v qualified leads.” 14
  • 15. Lead Nurturing: predictive Time of Day Time of Week Time Between Where Number of Times Time in Sales Cycle 15
  • 16. Lead Nurturing Defined “The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase interest, in an effort to build and grow relationships and, eventually, deliver sales qualified leads.” 16
  • 17. Lead Nurturing: meaningfulCase Studies X X X X X XContact X XOnline Calculators X X XBrochure X X X XWhite Papers X X X XTips Emails X X X X XWebinar X X X X X 17
  • 18. Lead Nurturing: meaningful Questions to Ask: • What specific pain point is your target audience facing? • Is what you’re offering going to actually help the prospect, or is it to suit your needs? • Do they prefer content in short snippets, or long, descriptive paragraphs? • Does your prospect require detailed, technical, information, or prefer the high- level synopsis? • Does the offer of your title match up to the true value? 18
  • 19. Lead Nurturing Defined “The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase interest, in an effort to build and grow relationships and, eventually, deliver sales qualified leads.” 19
  • 20. Lead Nurturing: purchase interest 20
  • 21. Lead Nurturing: purchase interest 21
  • 22. Lead Nurturing: purchase interest 22
  • 23. Lead Nurturing: purchase interest 23
  • 24. Lead Nurturing: purchase interest 24
  • 25. Lead Nurturing Defined “The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase interest, in an effort to build and grow relationships and, eventually, deliver sales qualified leads.” 25
  • 26. Lead Nurturing: relationships TRUSTED PARTNER True Passion Do you believe in OUR “why”? Are you committed to us and have you Commitment proven that - even when times were tough? Understand the Do you know what we do? Do you understand our industry? Do you Business speak our language? Add Value Are you adding value to our organization? Meet Are your results meeting the expectations we presented at the Expectations beginning of the program? Deliver Are you successful with the investment Results we have given you? Fair Is your pricing fair? Will we get what we pay for? 26
  • 27. Lead Nurturing Defined “The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase interest, in an effort to build and grow relationships and, eventually, deliver sales qualified leads.” 27
  • 28. Lead Nurturing: sales qualified leads “Anyone we can get on “Someone who has the phone.” selected Ready to Buy.” The Close Continuum Less Likely More Likely 28
  • 29. Lead Nurturing: sales qualified leads Developing Your Definition: 1. Create a Sales & Marketing Attack Team (“smarketing” team) 2. Sit in on sales pitches to develop an understanding of what the ideal profile looks like - Ask lots of questions 3. Ask Sales to identify the top 4 characteristics of a sales-ready lead – there will be many, but start with 4 4. Develop definitions of other, non-SQL lead types 5. Utilize a constant feedback loop to continually evolve your definition of an SQL 29
  • 30. Lead Nurturing Defined “The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase interest, in an effort to build and grow relationships and, eventually, deliver sales qualified leads.” 30
  • 31. Top 10 Things to Get Started 1. Start small 2. Make Sales and Marketing alignment a priority 3. Identify your ideal customers 4. Identify what a lead is, and when it becomes a SQL 5. Identify how you will be relevant to your ideal customers 6. Identify the questions to ask along the way 7. Identify how “deep” you want your nurture program to go 8. Identify the sales process for follow-up on SQL’s and how that will be measured back to marketing activities 9. Don’t forget to say thank you 10. Optimize, optimize, optimize 31
  • 32. Key Takeaway 32
  • 33. For More Information 1. http://www.90octane.com 2. (720) 904-8169, x 211 1. kellyhall@90octane.com 2. https://www.facebook.com/90octane 3. @90octane, #90leadnurturing 4. http://www.marketing.org/files/public/BMA_EIDSON.pdf 33